ABSTRACT

Although the importance of emotions for the effects of gain-loss framed messages has been supported, the emotional effects of mixed frames have not been sufficiently investigated. To fill this gap, this experimental study exposed participants (N = 154) to single gain- or loss-framed vs. mixed frame messages about sun-protection outcomes. Integrating the idea of mixed frames with the concept of emotional flow, data were analyzed using a serial mediation model with emotional experience (as indexed by valence and arousal) and intention as factors mediating the effect of shifts on actual behavior, measured two weeks after message exposure. Results demonstrate that mixed messages and their impact on emotional experiences are not generally more effective than pure gain or pure loss messages. However, the application of mixed frame or purely loss-framed messages offers a higher potential to increase behavioral health intentions (resulting in respective behaviors) than messages simply focusing on gain frames.

摘要

尽管情绪对增益-损失框架消息的影响的重要性得到了支持，但混合框架的情绪影响尚未得到充分研究。为了填补这一空白，这项实验研究暴露了参与者（N= 154) 到关于防晒结果的单一增益或损失框架与混合框架消息。将混合框架的概念与情绪流的概念相结合，使用以情绪体验（以效价和唤醒为索引）和意图作为调节转变对实际行为影响的因素的串行调解模型进行数据分析，在消息发布后两周进行测量接触。结果表明，混合信息及其对情感体验的影响通常并不比纯收益或纯损失信息更有效。然而，混合框架或纯损失框架消息的应用比仅关注增益框架的消息更有可能增加行为健康意图（导致各自的行为）。